Jumpstart Automotive Group

Recently, I came across a quote claiming that “car shoppers are 35-40 and probably don’t spend much time on the internet”, and that they still need and watch TV. To be honest, this quote made my jaw drop. I am shocked that we’re still hearing statements like this, when every sign points to the Web for today’s car buyer.

Both qualitative and quantitative insights about online consumer research paint a clear story of the large impact brands have on potential customers during an engaged Web experience.

Here’s a few facts:

• Over 200 million people use the Internet. Back in 2007, 54% of Internet users were over 40, that number is growing exponentially every day.
• The average car shopper is 48. Now consider the fact that the fastest growing segment of Facebook users are over 55.*
• 76% of car shoppers do research online** and of those, they find the Internet influences their ultimate purchase decision 77% of the time,*** that’s 4% more influential than price.

Beyond the numbers, the qualitative experience of online research is also important to discuss. Online research is at its essence, an active experience. During the research phase of the online shopping process the shopper is seeking out information, which in turn makes them more receptive to marketing messages. This interaction extends long after the buyer logs off.

Here is an example: about a year ago I worked on a project for the Nissan Z. Full disclaimer: despite my position I am not what you’d call a “car girl.” To be honest, I would not have picked out the Nissan Z from other cars on the road. After working on the project for a just a few days, I started seeing Nissan Zs everywhere. Of course, they were there before; I just had not noticed them. Due to my engagement with the brand, in it had become top of mind and highly memorable.

TV, while it has its definite strengths, does not offer brands this level of engagement. Simply put, TV is a passive experience, with the consumer in the role of spectator. To draw on personal experience, I watch a little TV every evening. As I type, I am trying to remember just one TV spot from last night…and, I am drawing a blank. There was probably a car ad, a cleaning product ad and an ad for soda, but the brands and the messages didn’t stick.

So, next time you hear the Internet doesn’t play a key role in car buying decisions, think twice. It’s more powerful than ever.

* Facebook Social Ad Strategy Platform
** 2009 Web Site Performance Tools Wave 1
*** Source: J.D. Power and Associates 2007 New Autoshopper.com Study